Roses are red. Violets are blue. Valentine's Day is coming. And how green are you?

Roses are red. Violets are blue. Valentine's Day is coming. And how green are you?

To Joe De Large, the question matters. A lot. It's why he opened eco|stems, which he describes as the "first environmentally and socially sustainable flower shop" in Toronto.

"Unfortunately, the cut flower industry isn't very green," says De Large, who graduated with a diploma in greenhouse production from the Niagara School of Horticulture and has worked as manager of several downtown florists. "There are ethical and environmental issues surrounding the production of most flowers that bother me," he says. "So I decided to open my own shop and do things differently."

For this likeable young entrepreneur, that meant adhering to a few principles. First, whenever possible, he uses only local, organically raised flowers. His selection mostly comes from Ontario greenhouses, of which there are a surprising number (selling "good product" all year round, he notes). And if he can't find those perfect carnations or calla lilies for a picky client, especially in winter, he will buy from abroad – but only if the supplier is fair trade.

"People would be shocked if they knew what goes on in the sweat-shop greenhouse operations of some countries," he says. "The workers, mostly women, are treated very badly – fired if they get pregnant and exposed to all kinds of chemicals. There's also environmental degradation in the areas where the greenhouses are located."

Hence, eco|stems.

De Large, 25, demonstrates his commitment to being green in many ways. No water is wasted at the attractive little store on Queen St. E. He has signed up with Bullfrog power. He reuses floral containers and other materials. And fingering a roll of shiny cellophane next to the cash desk, he notes with pride that every piece of his packaging is biodegradable and recyclable.

You won't see a delivery van parked outside eco|stems, either. When the weather cooperates, De Large rides around to local customers himself, by bike. The rest of the time, he uses a service that gangs up deliveries for a number of stores at once, so gas isn't wasted.

It's an approach that's clearly paying off. Since he opened nine months ago, customers – mostly young and living in downtown condos – have been seeking out eco|stems for weddings and other events. Walk-in business is pretty good, too.

It's not just the "green" emphasis that's drawing the folks in. De Large also happens to be a whiz at floral design. He has won several awards for his contemporary and original arrangements, which often combine the unusual and quirky. He sometimes displays his creations in the front window and has firm ideas about the use of certain "traditional" flowers.

"I never put baby's breath in wedding bouquets," he says. "And that's not because of the environment. Baby's breath is just so ..." He rolls his eyes and groans. "...so 1980s."

Unlike this hip young dude whose heart – and business sense – are clearly rooted in the changing attitudes of the 21st century.

eco|stems is at 267 Queen St. E. (near Sherbourne St.); 416-214-6479; www.ecostems.ca. Normal opening hours are Monday to Friday, 10 a.m. to 6 p.m., and Saturday noon to 5 p.m. De Large plans extended hours before and during Valentine's Day. His floral offerings start at $25.

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